Concluding our final coverage of Amsterdam Dance Event (ADE) — the world’s largest gathering for electronic music enthusiasts — we sit down with Simon Clarkson, partner at Primary Talent International and a key figure in shaping the landscape of electronic music representation. With a career spanning decades, Simon’s explosive roster has featured some of the most iconic names in the industry like Skrillex, Above & Beyond, Kygo, Calvin Harris, and many more. Buckle up for many invaluable insights into the evolving role of agents in 2025.

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A JOURNEY BUILT ON SERENDIPITY

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Simon’s story is a testament to the power of passion and perseverance. Starting as a fan, Simon’s journey began in the heart of the music world, working in record shops and driving DJs across the country for their gigs. What he describes as a "complete accident" driven by fandom soon blossomed into a purposeful career when an unexpected opportunity arose at an agency. These grassroots experiences ignited his passion for artist representation, paving the way for him to unlock his true purpose.

Simon went on to co-found his own agency, Mainstage Artists, before being headhunted by industry giant WME, where he honed his craft for nearly a decade.

 

In the midst of the pandemic, he joined Primary Talent, and was tasked with building their electronic music division amidst unprecedented challenges. Through sheer grit and a commitment to collaboration, Simon not only navigated these turbulent times but emerged with a vision for a brighter, more sustainable future for artists., tasked with rebuilding their electronic music division amidst unprecedented challenges. Through sheer grit and a commitment to collaboration, Simon not only navigated these turbulent times but emerged with a vision for a brighter, more sustainable future for artists.

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THE EVOLVING ROLE OF AGENTS

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The role of an agent is not just transactional but inherently collaborative—a reality Simon exemplifies through his work. By building strong partnerships with artists, managers, promoters, and festival organizers, Simon is a perfect example of how nurturing a trusted network and maintaining a "golden black book" of connections through your work ethic can be the key to unlocking opportunities and driving long-term success in the music industry. Reflecting on the challenges of the pandemic, he shares how it compelled agents to rethink strategies, adapt to economic pressures, and innovate to navigate the evolving live music landscape.

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He emphasizes the importance of balancing artist value with industry realities, stressing the need to build lasting relationships while championing the integrity of each artist’s journey. Simon’s reflections offer a rare glimpse into the intricate world of music bookings, showcasing how agents serve as both advocates and architects of their clients’ careers.

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LESSONS IN LEADERSHIP AND INNOVATION

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Throughout the conversation, Simon reflects on the importance of collaboration, trust, and adaptability. Whether it’s navigating the complexities of festival bookings, pricing artists, or nurturing emerging talent, his approach is rooted in honesty and strategic thinking. Simon discusses the art of balancing loyalty with professionalism and shares how his experiences with icons like Skrillex and Calvin Harris have shaped his understanding of what it takes to build a sustainable career in music.

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A VISION FOR THE FUTURE

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Simon’s optimism for the future of electronic music is infectious. He sheds light on the rising popularity of one-day curated events, the need for equitable representation across lineups, and how the next generation of agents can drive the industry forward. His advice for aspiring agents is clear: build relationships, hone your skills, and always stay curious about the world of music.

 

WE ALSO UNCOVER:

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• Spotting talent and the gut instinct behind signing new artists

• Strategies for pricing artists and understanding their market value

• How electronic music is adapting to economic and social changes

• Navigating difficult personalities and fostering a positive industry culture

• How young agents can develop their unique value and stand out in the industry

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Tune into the Mission Makers podcast on Apple and Spotify for the full conversation and be sure to subscribe for more inspiring conversations with the visionaries shaping the future of electronic music.